In you efforts to improve the ecommerce email can prove to be a highly useful tool. From offers to post purchase and also to target the basket abandonment issues it can help you.

Econsultancy columnist Nikki Gilliland has shared six ingredients that can help you run effective browse abandonment email campaigns.

Gilliland says, “What should you include in a browse abandonment email campaign? Here are six key elements, and the reasons why they’re so important.

Align with purchase intent 

Browse abandonment emails are easy to fine-tune. This is because you already have behavioural insight into the customer you’re targeting. You know that they’ve visited a website, and were interested enough to browse product or category pages.

However, it’s important to delve deeper than this when targeting shoppers, and to consider how deep the level of purchasing intent displayed.

For example, did the customer visit multiple pages in a category, did they visit one product multiple times, and did they add anything to their cart? By looking at this data, it is possible to ensure that customers do not receive irrelevant messages, and to ensure that the tone of the email aligns with their level of investment.

After all, merely looking at a website does not mean the customer was on the verge of buying”.

Six ingredients of enticing browse abandonment emails

Econsultancy
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